Military transformations and marketing strategy craftsmanship
by Tomaz Kolar
International Journal of Management and Enterprise Development (IJMED), Vol. 4, No. 5, 2007

Abstract: Marketing often borrows strategic approaches from the military field. Owing to the changed societal context and nature of warfare encounters, immense transformations are taking place in military doctrine and strategy. In order to discuss the possible implications of these transformations for marketing strategy, we propose a new framework. The possible implications for more effective marketing strategies are firstly discussed along a move to a post-trinitarian society and secondly along an intelligence-ideology dimension, followed by implications for marketing strategy craftsmanship.

Online publication date: Mon, 30-Apr-2007

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